Our story

Mihkel has been in the life insurance industry for more than 25 years, driving business strategy, and innovation while building cross-border teams at Swedbank Life Insurance. He hails from the most digitally advanced society in the world, having renewed the product portfolio, and transformed the sales and after-service of life insurance entirely to digital channels while launching a successful tele-underwriting concept in the Baltics. Mihkel is determined to revamp the industry on a broader scale and take advantage of the technological revolution across Europe. He believes that true innovation lies in connecting different industries. Life insurance, which has a longer history than Christianity, can make a difference in our lives and the environment as well. Mihkel is convinced that, when people are provided with the tools to live a healthier life, along with full insight and understanding of the influence their behaviour has on their lives and society in general, they grasp the true essence of life insurance. There is only one life and one planet. Feel free to get in touch if his vision attracts your attention.

Veikko has more than thirty years of experience as an insurance mathematician. His career path started as the first-ever actuary at Estonian Governmental Insurance during the years of Estonia’s re-independence when hardly anyone knew what being an actuary meant or what it was they did. Veikko took the lead in the development of the first truly successful investment solutions at Hansabank Insurance. He built several highly functioning, successful systems and models in the actuarial field that are still in use and serving the needs of his previous employers. He’s been fascinated by the idea of lifestyle-based pricing ever since gender-based pricing was forbidden by the EU regulations. Veikko firmly believes that lifestyle-based, individual risk evaluation will not only change the whole life insurance industry but also the general area of augmented health behaviour. The future most definitely belongs to ones who take responsibility for their health and are role models for others.

Indrek has a master's degree in mathematics and has been actively innovating the life insurance industry for more than thirty years. He started in the governmental life insurance inspection, then joined Hansabank and launched the life insurance unit there. Most of his career has been dedicated to building up a successful life insurance and pension business model at SEB. Indrek has seen all sides of both the private sector and the governmental one, as he also managed the Social Insurance Board of Estonia. The latter made him a vivid believer and an advocate for healthy lifestyle choices. Governments can never do enough to care for all our needs and most probably it is not even necessary because it is only us who can change our lives for the better by taking responsibility for our healthy lifestyle choices.

Piret has led Marketing and Communications efforts at many outstanding banking industry brands like Swedbank and Nordea. She also drove Estonia’s country brand project which was launched in 2017 and, after that, was in charge of global Marcom for the e-Residency program. She is a true believer in technology and knows that all aspects of our lives should become more enjoyable and easier due to the technological revolution. She is grateful for the opportunity to build something from scratch and more importantly - to do it together with people who care, who are smart and authentic. Having created and worked with scores of different brands, Piret has become convinced that true success is only possible when there are people who mean what they say at the core level of the company. She is profoundly convinced that we become happy only through the tough job of conquering our egos and that the pattern of our lives is defined by the decisions we make along the way. Lyfery can support, inspire and motivate us.

Tiina is an experienced legal counsellor with more than fifteen years in the financial industry, mostly working with banks and lending companies. Within the last five years, she has moved heavily towards technology, especially financial technology. Tiina loves snow, music and her gorgeous three daughters.

Taavi’s passion for knowledge led him to study at many of the world’s best universities. He has bachelor's degrees in both medicine and psychology, a master’s degree in public health, and a PhD in epidemiology. While working as a hospital doctor, Taavi was frustrated by how patients would often leave the hospital only to come back a few weeks later with the same problem. This led him to study, understand and develop mathematical models that predict which individuals have a higher risk of developing heart disease in the future, such as the famous SCORE2 algorithm that is recommended by the European Society of Cardiologists. He is passionate about inspiring various stakeholders across the public and private sectors to collaborate and innovate to bring forth a better world where healthy choices are effectively promoted, marketed, supported and enabled, as prevention is always better than cure. Lyfery is a perfect manifestation of that vision, and he is delighted to integrate the best science into Lyfery’s product, making it as evidence-based and effective as currently possible.